Driving Growth for Ashton & Parsons with the SHHH Campaign
The Problem
Ashton & Parsons, trusted in teething relief for over 150 years, had regained distribution after its 2011 acquisition by Alliance Pharma and relaunch in 2013. The next challenge was growth: reaching new parents unfamiliar with the brand, in a constantly renewing audience within the baby category.
The Idea
We tapped into a universal parental instinct - soothing a teething baby with a cuddle and a gentle “Shhhh.” This natural act became the creative platform, linking it seamlessly to the relief of Ashton & Parsons Infants’ Powders.
Execution included:
Always-on media strategy to reach parents entering the teething stage daily
Multi-channel campaign across digital, print, and TV, targeted to households with teething-age babies
Strategic partnerships with two trusted Mother & Baby media channels for added credibility
A beautifully animated “Shhhh” flowing through campaign assets, becoming part of the Ashton & Parsons logo
The Outcome
Achieved market leadership in the teething category by value
Delivered significant brand growth across the campaign period
Strengthened brand perception as the trusted partner for teething relief, rooted in heritage and parental trust
“Parents have always naturally soothed their babies distress with calming cuddles and a reassuring ‘Shhhh’. But when that’s not quite enough, Ashton & Parsons Infants’ Powders are a ‘Shhhh’ in a packet to provide relief from symptoms of teething. The idea is to bring those gentle soothing qualities to life with a beautifully animated ‘Shhhh’, which magically wafts throughout the ads and seamlessly becomes part of the Ashton & Parsons logo, forever associating the name with its naturally soothing qualities.”
- Darren Low, Group CEO, Ideas + Outcomes
FAQs
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What challenge did Ashton & Parsons face before the SHHH campaign?
They needed to grow awareness among new parents unfamiliar with the brand in a constantly renewing baby category.
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What was the creative idea behind the campaign?
Using the natural parental instinct of soothing with a “Shhhh” as the creative platform, seamlessly linked to the product benefit.
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How was the campaign executed?
Through an always-on multi-channel strategy across digital, print, and TV, supported by Mother & Baby media partnerships.
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What results did the campaign deliver?
Market leadership in the teething category, significant brand growth, and stronger perception as the trusted teething partner.